2. The Main Conventions
The purpose of an opening sequence is to attract an audience and persuade them to watch the rest of the film.
The codes and conventions of film openings tend to hint at the genre and style of the film whilst introducing the
main characters, themes and narrative.
Producers can often use audio and visual codes to
help imply the genre of the film. For example, the
opening to It (2017) consists of very dark lighting,
cold colour palette and eerie music, creating a
mysterious atmosphere which makes the audience
feel tense and ready for a jump scare which is typical
of a horror genre.
The title sequences also present the protagonists or
antagonists and are often seen on screen with credits
below identifying the actor/actress. This can help to
entice the audience, especially if A-list actors are
performing in the movie because their fan base
recognise them and become attracted to the movie.
Equally, credits are important in commending key
roles that have helped piece together the movie and
give the audience information – the director and the
film title.
3. Art of the Title
I used Art of the Title to research title sequences and
study the different codes and techniques that
companies used to present their films to their
audience. Among many others that I studied, I did a
close textual analysis on Mindhunter, Sherlock and
Guardians of the Galaxy Vol.2.
Art of the Title is an online publication dedicated to
title sequence design. The publication is both an
educational and historical resource and a
contemporary publication, focusing on the creative
process behind the design of the title sequences.
4. Narrative Codes
According to Roland Barthes, the majority of narratives fall into one of two categories: action or enigma. Once the title
sequence has got the audience’s attention, the next aim is to retain it so they continue to watch. Companies use the following
codes to do this:
Action Codes feature events that take place which triggers another action to take place, like a domino effect.
Each development leads towards the next stage of the storyline and eventually to a climax.
You would often find action codes are typical of cowboy western movies.
Enigma Codes are used when the storyline contains lots of unanswered questions,
plot twists and often narratives that need explaining, creating suspense and
anticipation. This is effective as the audience become in desperate need of a
resolution therefore, they watch on so they can watch the storyline unfold and find
the answers to their questions.
Crime genres would often use these codes as many details are held back until the
end when everything pieces together to reveal the final answer. Examples are, The
Stranger, Money Heist and Shooter.
5. Establishing Genre
Within horror films, key conventions used to infer the genre
may be use of low lighting, cold colour palette and unsettling
setting. This suggests to the audience that the film will include
suspense, terror and death. Examples of this are in the film
Hush. The movie is set in the middle of the forest, at night and
focuses on an isolated house.
Mise-en-scene plays a vital role when establishing genre. The visual codes such as scenery, casting, lighting,
costume and props all allow for the audience to get a feel for the style of the film. Mise-en-scene can also
indicate a period in history, mood and tone which further signifies the genre.
On the other hand, key conventions used in rom com films
focus more on depicting a light-hearted atmosphere through
the use of warm lighting and lots of bright colours.
Mamma Mia uses an upbeat soundtrack which prepares the
audience for laughter and a joyful experience where they can
sing along to the music.
6. Sound Codes
In the opening scenes of a film, sound codes are as important as visual codes as they can help create meaning
and help bring the narrative to life, allowing the audience to fully absorb into the storyline. Sound can be
diegetic or non diegetic but both are effective in adding to a film’s atmosphere.
Non diegetic sound codes are most common as it assists the audience in understanding where the scene is set
and the mood. It can help to intensify the genre and action happening on screen and often presented through
music. For example, horror films often use quiet suspenseful music and sudden dynamic changes that work
along side a jump scare on screen. Equally, voice-overs are often used to explain context and introduced various
characters.
Diegetic sound is sound that comes from the world of the film and is important in giving the audience a greater
understanding of the characters and the storyline. You would typically find this kind of sound in comedy films,
for example, in Cheaper by the Dozen, the characters are seen dancing and cheering in the kitchen to the radio
playing music.
It is also common for films and series to have theme tunes. This is used to set the setting of the film and get the
audience in the mood for what they are about to watch. This can be very effective, especially if film is very well-
known franchise much like Harry Potter as audiences recognise the iconic music.
7. Titles and Typography
Typography is a key element in creating brand recognition in a title. The font used for the film title carries across to the
film posters, website and all social media feeds. I have researched the title fonts for the 2020 Emmy Nominations Title
Design as well as Saul Bass Title Design.
The colours, font and style of the titles also contribute in attracting the audience and
hinting at the meaning of the text as well as reinforcing the genre.
For example, titles for a thriller are more likely to include dark colours and follow a realistic
style to make the story come to life. On the other hand, titles for an action film such as those
by Marvel Studios are more likely to include bold colours and follow a futuristic theme as it
is set in universe with high tech gadgets and characters from outer space.
8. Studio and Production Logos
Film openings will always include logos from various production and distribution companies. Whilst many
audience members will overlook this, it provides an insight into the film and can offer a specific expectation.
For example, large production companies would have a large budget to go towards their movie and so when the
audience see their logo, they can expect a big block buster film perhaps with A-list actors.
